The Airline Industry and British Airways

Paper Summary:

This paper presents an analysis of the global airline industry and environmental factors affecting the airlines of today. It examines the marketing practices of airline companies focusing on those of British Airways. It also proposes the development of a marketing plan in order to advise British Airways for future development.

Outline
Introduction
The Airline Industry
EU Enlargement
Industry Factors
Marketing Plan
Positioning
Product
Place
Price
Promotion
Conclusion

From the Paper:

"Firstly all airlines have to contend with factors in the micro environment. This includes an airline's competitors. Marketers, as well as adapting to the needs of target customers must also position their service strongly against what a competitor has to offer. An airline's pricing strategy and flexibility for example are important factors in determining whether a customer will fly with an airline or its competitor. A recent problem of the major airlines such as BA is the development of low-cost carriers such as RyanAir. They are playing an increasing role in commercial aviation accounting for more than 30 million passengers annually outside the US."

More papers on The Airline Industry and British Airways:

• Research Paper # 106259 : "Human Resource Management in the Airline Industry"
• Dissertation or Thesis # 75281 : "The Airline Industry"
• Case Study # 106353 : "Human Resources in the Airlines Industry"

APA Citation:

MLA Citation: